Five9 Chief Marketing and Growth Officer Jay Lee on service as a growth engine

The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX · Oct 28, 2026 · 25m

Jay Lee, Chief Marketing and Growth Officer at Five9, argues the contact center is not a cost line marketing inherits. It's where brand promises get tested, and where the richest first-party data a company owns already sits. He and Greg Kihlström get into what changes when marketing takes it seriously.

Brand is what the system decides, not what the campaign says. When a bot, an agent, and the app give three different answers to the same exception request, customers don't read it as a service defect. They read it as the company.

Service data is the first-party source marketing says it wants…